How To Build A Brand That Stands Out
A strong brand attracts the right people, and is crucial to the success of any business. Build a brand that stands out, and you’ll set yourself apart from your competitors with a loyal customer base totally invested in every part of your brand journey.
The myth that there is only one way to build a brand is often perpetuated by traditional marketing methods such as TV, radio and print ads. Whilst these methods can still be very effective, they are no longer the only way to build a brand.
Social media platforms are always growing and expanding. Today, anyone can build a brand from scratch if they have access to the internet. And there are more ways than ever before to build a brand and reach your target audience.
Your brand is how it makes your customer feel and how they perceive it. You can focus on the design, a distinctive brand voice and engaging content, but once it’s out there, your brand lies all in your customer’s perception and how enlisted they are in following along. The brand essentially belongs to the customer, and also, your brand is not your product.
As Marty Neumeier says in his book, The Brand Gap:
A brand is not a product. Marketing people often talk about managing their brands, but what they usually mean is managing their products, or the sales, distribution, and quality thereof. To manage a brand is to manage something less tangible - an aura, an invisible layer of meaning that surrounds the product.
He also talks about a typical design having four goals; to identify, inform, entertain or persuade. But there’s a fifth goal for branding.
To differentiate.
What sets your brand apart from your competitors? Once you know this, make sure it’s communicated across all your brand touchpoints, from your website to your social media channels.
Another way to differentiate is to focus on delivering exceptional customer experiences. Treat your customers like gold, and they’ll become loyal advocates for your brand. This involves making sure you’re focusing on engagement and that you always reply to comments and messages.
Build a brand; differentiate
The beauty of brand building is creating something from the ground up, sending it out into the world and watching it seep into the hearts and minds of fans and customers (if it’s a success of course). Here are some more ideas to build a brand of impact!
Create engaging content your customers anticipate and look forward to.
Focus on offering the most value for free. When your customer loves engaging with the content you offer for free, they’ll be engrossed with your brand and way more willing to part with money to experience your amazing offers.
Speak to your audience’s interests and needs and explore the different options including blog posts, videos, podcasts, and social media posts.
Authenticity and honesty are everything.
And this is what consumers value today. Don’t be afraid to show the human side of your brand to help create a powerful connection with your audience.
Build a strong community around your brand.
By creating a space where your customers can interact with your brand and each other, you can foster a sense of belonging and loyalty. This could include hosting events, creating online groups, and offering personalised customer support.
Personalisation is becoming increasingly important.
Consumers today want to feel like they are being heard and that their needs are being met. By personalising your marketing messages and offering tailored products and services, you can create a stronger connection with your audience.
Collaborate with influencers to reach new audiences and foster trust.
In recent years, there’s been a rise of the micro-influencer! With smaller followings of 10,000 to 100,000, micro-influencers have been found to have higher engagement rates and more authentic connections with their audience.
The shift away from traditional celebrity endorsements and towards more relatable and niche influencers has created more opportunity for people who love your brand, making them feel part of the brand journey as a micro-influencer. And this, in turn, only strengthens loyalty!
There are multiple ways to build a brand, but ultimately, your brand is the way you make your customers feel. Always remember what Neumeier says, ‘A brand is not what you say it is, it’s what they say it is!’ A brand is the emotional response of the consumer, which means understanding who your target audience is, and then really listening to what they would resonate with the most.
The marketing landscape is constantly evolving, so staying on top of new trends and insights in the industry is key. By embracing new technologies and trends, focusing on being innovative and testing fresh, unique ideas, you can build a brand that stands out.
So don't be afraid to try new things and think outside the box when it comes to building a brand in 2023!
